Markenführung der Zukunft: Experience Branding, 5-Sense-Branding, Responsible Branding, Brand Communities, Storytising und E-Branding

Name: Markenführung der Zukunft: Experience Branding, 5-Sense-Branding, Responsible Branding, Brand Communities, Storytising und E-Branding
Brand: Diplomica Verlag
SKU: 9783836688574
Price: 5888.0 INR
Availability: InStock

by Sindia Boldt

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ISBN13: 9783836688574
Binding: Paperback
Subject: N/A
Publisher: Diplomica Verlag
Publisher Imprint: Diplomica Verlag
Publication Date: November 27, 2010
Pages: 164
Original Price: USD 69.9
Language: German
Edition: N/A
Item Weight: 205 grams
BISAC Subject(s): Marketing / General

About The Book

Die Bedeutung der Marke beschäftigt die Wirtschaft und Gesellschaft seit Jahrhunderten. Vor allem die Industrialisierung führte zur Entwicklung von Produkt-, Kommunikations- und Vertriebspolitik und letztendlich auch zum Phänomen des Markenartikels. Heute gibt es deutschlandweit über 50.000 beworbene Marken und die Begriffserweiterung der Marke auf Personen, Dienstleistungen und Orte zeigt die Relevanz des Markenkonstruktes auf. Darin begründet sich wohl auch ihre enorme emotionale Schubkraft, die Markenführer immer mehr für den Ausbau der Marke nutzen. Doch wie werden Marken der Zukunft aussehen, die Konsumenten beigeistern? Welche Wege müssen Markenstrategen einschlagen um die Marke im Umfeld der Zielgruppe zu integrieren? Und wie können Marken sich authentisch evolutionieren um leistungsfähige Produkte anbieten zu können, die " ... verführen, funkeln und mit Feenstaub überzogen sind"? Im Anschluss an die Einleitung wird die Theorie der Markenführung behandelt, in der Begriffe der Marke sowie verwandte Termini definiert und voneinander abgegrenzt werden. Die eingehende Behandlung ist für das Verständnis und die Kompetenz zur Führung einer Marke unabdinglich. Im weiteren Verlauf werden dann die wirtschaftlichen, soziokulturellen und gesellschaftlichen Entwicklungen der nächsten 20 Jahre anhand der Darstellung aktueller Zukunftsforschung aufgezeigt. Dabei stützt sich dieses Buch auf die Prognosen und Perspektiven von Zukunftsforscher Horst W. Opaschowski, die 16 Trends der Zukunft von Faith Popcorn, sowie die Megatrends der Zukunft nach Trendforscher Matthias Horx. Es kommt zur Verbindung der beiden Themenbereiche zur Bedeutung für die Markenführung der Zukunft. Die Autorin behandelt im Folgenden veränderte Werte, neue Zielgruppen sowie Schlüsselstrategien für die Märkte der Zukunft und gibt somit Aufschluss über das veränderte Markenumfeld. Anschlie end zeigt sie wie auf das veränderte Markenumfeld reagiert werden kann. Die Darstellung innovativer Konzepte der Mar

About The Author

Sindia Boldt wurde 1984 in Würzburg geboren. Ihr Studium der Medienwirtschaft an der Fachhochschule Würzburg-Schweinfurt schloss die Autorin im Jahre 2009 mit dem akademischen Grad der Diplom-Medienwirtin erfolgreich ab. Bereits während des Studiums sammelte die Autorin umfassende praktische Erfahrungen in der Werbebranche. Ihr besonderes Interesse galt dabei der strategischen Markenführung und der Zukunftsforschung.

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